Awe, spirituality and conspicuous consumer behavior

Abstract Awe represents a self‐transcendent, sacred experience that is closely related to spirituality. In this study, we suggest that spirituality buffers the effect of awe on materialistic consumption. Across three studies ( N = 896), we test the hypothesis that awe can prompt participants’ spirituality, which in turn decreases the inclination of conspicuous consumption. In a survey, dispositional awe is found to be negatively related to the inclination of conspicuous consumption (Study 1). In follow‐up experiments, the induction of awe (relative to other control states) decreases conspicuous consumption behavior (Studies 2 and 3). In addition, a mediation analysis demonstrates that the impacts of awe on conspicuous consumption behavior are explained partly by spirituality. These findings indicate that awe may impede an individual’s materialistic need by enhancing self‐transcendent value.